Summary of doctoral thesis impact of service quality of travel cruise ship in quang ninh province to satisfaction and loyalty of customer

MINISTRY OF EDUCATION FOREIGN SUMMARY IMPACT TRAVEL TRADE AND TRAINING UNIVERSITY OF DOCTORAL THE OF SERVICE QUALITY OF CRUISE SHIP IN QUANG SATISFACTION AND LOYALTY Business management Sector code: 9340101 NGUYEN THI SAM HANOI - 2023 NINH PROVINCE OF CUSTOMER TO The thesis is completed at: Foreign Trade University, No 91 Lang Chua, Dong Da, Hanoi Science instructor: Dr Bui Lien Ha Dr Nguyen Thi Tuyet Nhung Respondent 1: Respondent 2: Respondent 3: The thesis will be defended in front of the School-level Thesis Review Board meeting at At hour day month year The thesis can be consulted at the National Library and the Foreign Trade University library INTRODUCTION The urgency of the subject Service quality in general and cruise ship service quality in particular are also facing problems that need to be supplemented on the main factors in quality assessment, which theoretical model has high reliability should be tested applied in assessing the service quality of cruise ships? Who evaluates the quality of cruise ship services most objectively and based on what factors? What is the relationship between cruise ship service quality and tourist behavior? Therefore, it is necessary to research to determine the relationship of factors in assessing the quality of cruise ship services in order to increase visitor satisfaction and loyalty In Vietnam, studies on the quality of tourism services are of great interest to researchers, most of the studies focus on hotels, restaurants, and tourist resorts However, there are very few studies related to the topic of service quality of cruise ships Part of the reason is that this type is quite specific and new and volatile, especially because most of the seaports in Vietnam are just transshipment ports, so the research in this field is still limited It can be seen that, in terms of the potential for developing this type of tourism in Vietnam, it can be seen that with its rich marine resources, our country is considered a strong magnet for ship tourism, especially when the Coastal provinces and cities all possess beautifull landscapes with imprints of history, culture, heritage, cuisine along with the investment in building and upgrading the system of hotels and coastal resorts increasingly complete Quang Ninh is a province with a modem seaport system including 06 ports: Hon Gai guest port, Van Gia port, Mui Chua port, Van Don general port, Van Hoa port, and Co To port Specifically, the infrastructure of ports and wharfs in the period up to 2030 is as follows: (i) Hon Gai passenger port: to invest in the construction of Ocean Park side to receive North - South tourist ships, intemational passenger ships of high quality, and to receive international traffic tonnage from 100,000 - 225,000 GT (in the future to 250,000 GT), the number of berths will grow according to actual requirements; (ii) Van Gia Wharf: developed according to demand, including mooring buoy transshipment berths for ships of 5,000-10,000 tons and inland waterways for small vessels at Dan Tien and berths on Ka Long river However, the development of sea and island tourism in the province has not really promoted its advantages to attract tourists Therefore, the study on the quality of this type of tourism aims to assess the current status of cruise ship service quality and propose solutions to improve the quality of this type of service towards maximizing the tourism potential The island's history here has practical significance Therefore, the thesis " The influence of cruise ship service quality in Quang Ninh province on customer satisfaction and loyalty" wants to focus on research and analysis of the factors that make up Service quality of cruise ships in Quang Ninh province, applied to the analysis of the actual situation of the impact relationship between cruise ship service quality on the satisfaction and loyalty of tourists, thereby serving as a basis for the proposal Producing solutions for businesses, investors and recommendations for state management agencies in developing this type of tourism in Quang Ninh in particular and Vietnam in general Objectives, research tasks and research questions 2.1 Objectives of the study The thesis focuses on research in order to establish the factors constituting the service quality of cruise ships; measure and verify the influence of cruise ship service quality on tourist satisfaction and loyalty 2.3 Research question The thesis will clarify the following research questions: (i) What background theory is used to evaluate the influence of cruise ship service quality on tourist satisfaction? (i) How is the scale of quality factors of cruise ship services built? (iii) Which model is used to assess the influence of service quality on tourist satisfaction and loyalty? (iv) Is there any difference in visitor satisfaction and loyalty according to the demographic characteristics of the survey visitors? (v) What conclusions are drawn after studying the influence of cruise ship service quality on the satisfaction and loyalty of tourists in Quang Ninh province? Are there any suggested implications for state management of cruise tourism? Object and scope of research 3.1 Research subjects - Data collection unit: the indicators reflect the quality of cruise ship services of shipping lines operating in Ha Long Bay, Quang Ninh These indicators include secondary indicators and primary indicators - Unit of analysis: The tourists used cruise ship services in Quang Ninh and were willing to participate in the survey for this study 3.2 Research scope - In terms of content: The thesis focuses on studying the factors constituting the quality of cruise ship services in Quang Ninh province; Indicators in terms of economic aspects of cruise ship service quality - Scope of elements constituting quality service for cruise ships: In the thesis, the author only focuses on studying the main factors constituting service quality of cruise ships according to SERVQUAL of Parasuraman et al (1988) within five years components include, which are: (1) trustworthiness; (2) responsiveness; (3) warranties; (4) empathy and (5) tangibles The thesis adds elements (6) Security and safety according to Article 13 of Circular 43/2012/TT-BGTVT stipulating technical requirements and environmental protection for ships staying overnight in tourism, restaurants , floating hotel issued by the Minister of Transport ~ In terms of time: The scope of the thesis in terms of time is the period 2018 - 2022, the investigation time is 2022 - In terms of space: The thesis focuses on researching services on cruise ships licensed for business on the Ha Long Bay - Bai Tu Long route according to Decree No 128/2018/ND-CP dated 24/9/ 2018 of the Government The study only focuses on assessing the quality of cruise ship services (marine cruise ships) serving tourists on the Ha Long Bay - - Bai Tu Long route by sea transport according to QCVN 81:2014/BGTVT, not The object of the study is the international cruise ships arriving in Ha Long, Quang Ninh 4, Research Methodology The thesis uses a combination of two methods: with qualitative research, the thesis approaches the desk research method; expert interview method With a quantitative research method, the thesis uses a descriptive statistics method, partial least square structural equation modeling (PLS SEM) method The following is a summary of the methods used in the thesis 5, New contributions of the thesis (2) In terms of theory, the thesis complements and completes the theoretical framework on ship service quality and the thesis contributes to introduce and popularize the theory of cruise ship service quality ~a theory that is still very new in Vietnam Currently (3) Inpractice, the thesis has verified the relationship between the service quality of cruise ships, tourist accommodation and the satisfaction and loyalty of tourists On the other hand, multi-group structural analysis aims to understand the difference in satisfaction rating according to the demographic characteristics of visitors (4) In terms of applicability, the thesis has been suggested and consulted for groups of subjects including: Tourism State Administration of Tourism, investors and enterprises involved in the business of boat service, accommodation and tourism in Quang Ninh in order to develop diversified types of cruise ships, attract tourists to come back and use this service in Quang Ninh in the period of 2025-2030 Structure of the thesis In addition to the introduction, conclusion and list of references, the thesis includes five chapters as follows: Chapter 1: Overview of the research situation: Chapter 2: Theoretical basis and research model: Chapter 3: Research Methodology: Chapter 4: Analysis of research results: Chapter 5: Some recommendations to improve the quality of cruise ship services for tourist accommodation in Quang Ninh province CHAPTER 1: OVERVIEW OF THE RESEARCH 1.1 Research on quality service of cruise ships 1.1.1 Research on scale of quality service Through both foreign and domestic research, it can be seen that service quality has been recognized as a strategic variable in achieving efficiency and effectiveness in business operations (Babakus and Boller, 1992) Studies have shown that: Firstly, service quality evaluation is multi-dimensional (Ekinci, 2002) One of the most widely used measurement scales in service quality evaluation is SERVQUAL (Cronin and Taylor, 1992; Oh, 1999) The SERVQUAL questionnaire was developed by Parasuraman, Zeithaml, and Berry (1988) Therefore, to evaluate the quality of tourist ship services, in addition to adopting the measurement scale from the SERVQUAL model, studies need to identify new factors that affect service quality in specific contexts Secondly, service quality has a significant impact on the post-consumption behavior of customers, such as satisfaction, perceived value, intention to repurchase, and word-ofmouth communication (Cronin et al., 2000; Dabholkar et al., 2000) Thirdly, the importance of perceived quality has not been fully recognized in the tourism industry Clearly, no studies have jointly verified the impact of three aspects of service quality (i.e., physical environment quality, interaction quality, and outcome quality) on outcome variables in the context of a journey A comprehensive measure of service quality is needed to identify service quality attributes that can be applied to cruise lines, which is extremely important for understanding customer post-consumption behavior on cruise ships Therefore, the content and research space of the thesis not overlap with other studies, and the implementation of the research topic is objectively necessary 1.2 Studies on customer satisfaction and loyalty in the cruise ship tourism business 1.1.2 Research on tourist satisfaction Around the world, previous studies on satisfaction have often focused on satisfaction with products or services Satisfaction is an assessment made when customers’ experiences with a product or service are at least as good as expected (Hunt, 1977) Tourists’ satisfaction is related to the degree of meeting general and specific needs according to conditions (Dmitrovic et al., 2009) Satisfaction with a specific transaction is evaluated immediately after purchase or positive feelings about recent transaction experiences (Oliver, 1993) Storbacka et al (1994) pointed out that individuals use their experience to form perceptions and evaluations of service relationships, thus forming the level of satisfaction 1.2.2 Research on customer loyalty in tourism Through an overview of research on loyalty, it can be seen that there is a wealth of diverse literature on the topic Studies have highlighted the benefits and purposes of maintaining customer loyalty in business operations and affirm the dependent relationship between service quality and customer loyalty (Boulding, Kalra, Stealin, & Zeithaml, 1993; Headley & Miller, 1993), with customer satisfaction playing an intermediary role between service quality and customer loyalty (Benjamin, 2006; Caruana, Money, & Berthon, 2000; Dhandabani, 2010; Ilias & Panagiotis, 2010; Izogo & Ogba, 2015; Olorunniwo & Hsu, 2006) However, despite the diverse contexts in which research has been conducted, loyalty research in the tourism shipping industry is still very limited, especially in new research contexts such as Ha Long Bay, Quang Ninh 1.3 Research on the relationship between cruise ship service quality and tourist satisfaction and loyalty The relationship between Service Quality - Customer Satisfaction - Customer Behavior (SQ-CS-CB) is a causal structure, consisting of three interconnected stages of the service process: pre-service, service usage, and post-service It is assumed that service expectations, at least to some extent, occur in the pre-service stage, SQ perception appears in the pre- service and post-service stages, CS in the service provision stage and post-service, and CB in the post-service stage Studies conducted both globally and in Vietnam have shown the existence of a dialectical relationship between Service Quality - Customer Satisfaction Customer Loyalty in different research contexts However, there is currently no research that investigates the relationship between the service quality of tourist ships and customer satisfaction and loyalty in Quang Ninh, Vietnam Therefore, the content and research space of this thesis not overlap with other studies, and conducting this research is objectively necessary 1.4, Research gap research questions An overview of research conducted around the world indicates that the study of service quality in the tourism cruise industry is not a new phenomenon However, from the analysis of the current state of research, it is evident that the topic of service quality in the tourism cruise industry, particularly the factors that influence service quality, still requires further exploration Firstly, theoretical research on service quality in the tourism cruise industry is still a new field and the number of studies conducted globally and in Vietnam is limited As a result, the conceptual framework and related theories regarding this topic still require exploration Secondly, research on service quality in the tourism cruise industry in Vietnam, particularly in Quang Ninh province, will provide a new perspective on this type of service in Vietnam, especially in the context of Vietnam emerging as a country with great potential for developing coastal and island tourism in the region and the world Thirdly, supplementing the role of security and safety to the quality of tourism boat services Research on security and safety factors for tourists in the tourism service sector shows that customers are increasingly concerned about security and safety when deciding to purchase products and services Based on the identified gaps in the literature review, this thesis will clarify the following research questions: (@) What factors contribute to the formation of service quality in the tourism cruise industry in Quang Ninh? (ii) Which model is used to measure the impact of service quality on the satisfaction and loyalty of tourists in the tourism cruise industry? (iii) Are there any differences in the satisfaction and loyalty of tourists based on the demographic characteristics of the surveyed tourist population? (vi) What conclusions can be drawn from the study of the impact of service quality on tourist satisfaction and loyalty in Quang Ninh province? Are there any implications proposed for the state management subject regarding tourist ship tourism? CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL 2.1 The theoretical basis for cruise ship service quality 2.1.1 Theories related to service quality 2.1.1.1 Gronroos' Technical/Functional Quality Rating Model (1984) This is the first attempt to introduce a practical model for measuring perceived service quality The main issue with this model is the lack of explanation of technical quality and functional quality measurements In the following years, Rust and Oliver (1994) developed this model by adding another aspect to Gronroos' (1984) model, which is Service Environment The two other aspects they proposed are Service Product (ie., technical quality) and Service Delivery (i.e functional quality), but they did not test their model and some support was found when using and testing this model Expected Service Perceived Service Quality Traditional marketing activities (advertising field selling PR, pricing): and external influence by uaditions, ideology and word-of-mouth What? Functional Quality How? Figure 2.1 Technical quality/functional quality model Source: Gronroos 1984 2.1.1.2 The service quality gap model of Parasuraman and colleagues (1985) Based on Gronroos' model, Parasuraman, Zeithaml, and Berry (1985) proposed a new model to measure service quality by measuring the gap between perceived service and expected service Their theory of using gap analysis in service quality is depicted in Figure 2.2 In this exploratory study, they found that there were five gaps between expectations and perceptions of service quality that needed to be measured = {Expected sensice Ì = Gaps | Figure 2.2 Service quality gap model Source: Parasuraman and colleagues (1985) 2.1.1.3 Performance-based evaluation model of Cronin and Taylor (1992) Investigating the relationship between service quality, customer satisfaction, and purchase intention was their study; they believed that service quality is a prerequisite for customer satisfaction They proposed a new model of service quality based on SERVQUAL related to the conceptualization and measurement of service quality using performance as the sole measure for the service quality model named SERVPERF In this new model, Cronin and Taylor (1992) measured performance (perceived service) with the same dimensions as reliability, responsiveness, assurance, tangibles, and empathy to measure service quality instead of the "expectation-perception” gap 2.1.1.4 The antecedent and intermediate model of Dabholkar and colleagues (2000) This is a comprehensive model for evaluating service quality The research found that factors related to service quality should be viewed as antecedents rather than components of it, and customer satisfaction serves as a strong mediator for the impact of service quality on behavioral intention Specifically, the study answered the following questions: First, are factors related to service quality viewed as components or antecedents of it better? Second, what role does customer satisfaction play in the impact of service quality on customer behavior? The study by Dabholkar et al (2000) is illustrated through model 2.3 as follows: ll Regarding the relationship between service quality and satisfaction, in addition to the debates Hypothesis HI: Assurance has a positive impact on satisfaction Hypothesis H2: Reliability has a positive impact on satisfaction Hypothesis H3: Empathy has a positive impact on satisfaction Hypothesis H4: Responsiveness has a positive impact on satisfaction Hypothesis H5: Tangibles have a positive impact on satisfaction Hypothesis H6: Security and safety have a positive impact on satisfaction 2.3.2 Effect of customer satisfaction on customer loyalty Customer satisfaction is one of the most important factors in evaluating the effectiveness of product and service provision, reflecting the survival and expansion capabilities of businesses (Sun and colleagues., 2013) Satisfaction is a positive evaluation and feedback from customers about their expectations being met after experiencing a specific service (Oliver and colleagues., 1997) Therefore, the study proposes the hypothesis: H7: Customer satisfaction has a positive effect on loyalty 12 'CHAPTER RESEARCH METHODS 3.1 Research process The research process of the thesis is carried out according to the process including the following steps: * Keywords: Cruise ship; CLD: Satisfaction; Loyalty Find out research gape * Keywords: Cruse ship; CLDV: Satistaetion: Loyalty Find out research gaps ‘Systematize the (heo => Analyze the station => Propose solutions “Theory of service quality, Theory of customer satisfaction and loyalty ‘Theory of service quality, “Theory of customer satsaction and loyalty 3.2 Research Methods {Indepth interview {Survey by survey + Use Excel and SimanPLS to analyze data Figure 3.1 Thesis research process Source: Author's suggestion To ensure objectivity, comprehensiveness and accuracy, the thesis uses a combination of both primary and secondary data research methods 3.2.1 Methods of collecting and analyzing secondary data Goma tse o ‘ean NaSis Deprtaet * Practiceenedeelpig te ‘ypeot sip ervce ‘mang Nin ens of iy ‘eon salonlỹ * Specie agains Wer Figure 3.2 Secondary data collection and analysis process Method in-depth interview Theoretical basis “Based on the results of secondary data analysis * Leader of eruise ship business * Leader of tourisin department * Research expert on transportation business * Direct * Phone * Email survey by survey * Pilot survey of 87 customers © Edit and complete the survey ||t 3.2.2 Primary data collection and analysis Source: Author's suggestion = Overall: 502 votes ©= 2Convenient samples forsampling groups of * Mail and e-mail, in person * Guests using the QN eruise ship service * October - May 30, 2022 = XD preliminary survey form * Build case studies = 502 qualified votes © Using PLS - SEM © Descriptive and Verification Statistics Figure 3.3 Primary data collection and analysis Source: Author's suggestion CHAPTER RESEARCH RESULTS 14 4.1 Overview of Quang Ninh province, Vietnam 4.1.1 Tourism potential of Quang Ninh province Quang Ninh is considered as one of the lands with the most outstanding and unique tourism resources in the country Here, not only Ha Long Bay, a world heritage and natural wonder, but also the famous Yen Tu scenic relic site, every year attracts millions of visitors, Quang Ninh also has more than 600 visitors monuments, history, other scenic spots Thanks to these advantages, over the years, the smokeless industry of Quang Ninh province has made remarkable developments Quang Ninh is striving to become an international tourism center and a leading national tourist destination 4.1.2 Geographical location of Quang Ninh seaport Quang Ninh province is located in the coastal midland mountainous region of the Northeast region of Vietnam, running in the direction of Northeast - Southwest with geographical coordinates: North latitude from 20040! to 21040’; East longitude from 106025 to 108025; the North borders the People's Republic of China; The Northwest borders the provinces of Lang Son, Bac Giang; The East and South borders the Gulf of Tonkin, Hai Phong city and Hai Duong province 4.1.3 Service business situation of cruise ships in Quang Ninh In 2018, according to a report by the Department of Tourism of Quang Ninh province, the total number of tourists in Quang Ninh reached: 12.2 million arrivals, reaching 102%, compared to the plan, an increase of 24% over the same period in 2017 Tourist arrivals to Quang Ninh in 2019 reached 14 million arrivals, reaching 114% compared to 2018 Total tourists to Quang Ninh in 2020, reaching 8.8 million arrivals, down 36.8% compared to 2019 In 2021 Total tourists in 2021 are estimated at 4.38 million arrivals, equal to 97% of the planned target; In 2022, the total number of tourists to Quang Ninh are estimated to reach 11.6 million, an increase of 164.6% compared to 2021 4.1.4 Overview of cruise ship services in Quang Ninh province Currently, on HaLong Bay, Bai Tu Long Bay (then known as Bay for short) has 533 ships licensed for tourism activities, of which there are 345 sightseeing boats with a total of 15,619 seats and 201 accommodation ships with a total capacity of 15,619 seats The total number of beds is 4,159; The current total transport capacity 15 is 4.3 million passengers/year, which is much higher than the actual passenger demand (in 2015, the number of tourists visiting the Bay was 2.5 million) * Types of tourism: Sightseeing tourism; Kayaking tourism; Ecotourism; Resort tourism; Cultural tourism; Entertainment 4.2 Sample Descriptive Statistics Statistics from official data show that the research sample has obtained 502 valid questionnaires that can be used for analysis - By gender and geography: female guests accounted for 64% and male guests accounted for 36% By geographical area, the number of domestic visitors participating in the survey accounted for 80% while the number of international visitors accounted for 20% - By level and income: The income ratio spectrum is divided into levels, in which the tourist group has an income of less than million/month with the rate of 29% (148 people) and 5-10 million/month, respectively month with the rate of 24% (121 people), accounting for the highest rate Meanwhile, the group of tourists with incomes belonging to two groups of 10-15 million/month and 15-20 million/month has a relatively equal proportion, accounting for more than 21% respectively The rate of tourists with income over 20 million/month, accounting for the lowest rate of 5% (24 people) Calculating by level shows that the proportion of tourists with university degrees accounts for 64% of the total number of tourists surveyed Tourists at university level accounted for 2nd place in the total number of tourists participating in the survey, reaching 25% The group of tourists at the remaining levels accounted for a relatively small proportion, less than 10% - By age and occupation: according to the data obtained, the group of young tourists (18-25 years old) accounted for a relatively high proportion of 36% However, the proportion of guests aged 26-45 years old accounted for the largest proportion of 53% of the total number of respondents and the lowest was the group of people over 60 years old (1%) This result also reflects the high similarity with the occupation rate of tourists with the group of students, students account for 27% (135 people); Tourists who are civil servants and officials occupy the second place with 26% of survey respondents Tourists are office workers ranked 3rd, accounting for 24% of the total survey participants; Other groups such as self-employed or retired 16 housewives with other occupations have a lower proportion of total tourists participating in the survey (Table 4.2; Figure 4.3) - By class of ship used: According to the class of ship service used, it shows that the proportion of guests using the 3-star, 4-star, and 5-star classes are quite similar, accounting for 30% and 31% of the total number of visitors take part in the survey The remaining two-star and 6-star ship classes account for a small proportion of less than 10% (table 4.2; figure 4.4.) 4.3 Research results on the influence of cruise ship service quality on customer satisfaction 4.3.1 Results of assessing the fit of the measurement model The analysis results show that the Cronbach Alpha coefficient of all components is in the range 0.898 - 0.941, the rho_A coefficient is in the range 0.899 - 0.941, the composite reliability is in the range 0.929 - 0.957 , and the mean extracted variance coefficients of the factors in the extended SERVQUAL model are all greater than 0.5 (table 4.4), It shows that the observed variables used to measure the latent concepts of the research model have the necessary reliability The latent structures of the service quality measurement model for accommodation ship services all have good internal consistency reliability Table 4.4 The results of evaluating the reliability of the multi-directional scale components of the research model Ingredients Safe security Loyalty Tangible Media Satisfaction Reliability Guarantee ‘Sympathy Cronbach's Aggregate Alpha | rho_A | _ confidence coefficient coefficient 0.931 0.930 0.898 0.941 0.915 0.923 0.904 0.931 0.930 0.899 0.941 0.916 0.931 0.907 0.951 0.947 0.929 0.957 0.940 0.943 0.933 ‘Average extracted h variance (AVE) 0.828 0.781 0.767 0.849 0.797 0.767 0.777 Ability to meet 0928 17 | 0929| 0945 0.776 Source: Author's calculations with the support of SmartPLS software 4.3.2 The test results of the SEM equation structure model The evaluation of the structural model path coefficient of the model is done by bootstrapping method According to Hair Jr., Hult et al (2016) bootstrapping is an iterative sampling technique to estimate standard error without forwarding distributional assumptions The bootstrap results approximate the normality of the data It is used to calculate the significance of the T-statistic in relation to the path coefficients (Wong 2013) Figure 4.5 Estimation results by PLS-SEM model (normalized) 18 The results from the table above show the important values for the path coefficients determined from the bootstrapping process All hypotheses and relationships in the structural equation model: For hypothesis H6: The results from the above table have shown that security and safety have a positive impact on passenger satisfaction with a regression weight of 0.386 and a very small P-value (0.000) So hypothesis H6 has been accepted For hypothesis H5: The results from the above table have shown that tangible vehicles have a positive impact on passenger satisfaction with a regression weight of 0.100 and a very small P-value (0.002) Hypothesis H5 has been accepted For hypothesis H7: The results from the above table have shown that satisfaction has a positive impact on passenger loyalty with the regression weight of 0.860 and a very small P-value (0.000), so Theory H7 has been accepted For hypothesis H2: The results from the above table have shown that reliability has a positive impact on passenger satisfaction with the regression weight of 0.083 and a very small P-value (0.027), so Theory H2 has been accepted For hypothesis H1: The results from the above table have shown that assurance has a positive impact on passenger satisfaction with a regression weight of 0.355 and a very small P-value (0.000) so Theory HI has been accepted For hypothesis H3: The results from the above table have shown that empathy has a positive impact on passenger satisfaction with a regression weight of 0.143 and a very small P-value (0.001) Hypothesis H3 has been accepted Finally, For hypothesis H4: The results from the above table have shown that responsiveness has a positive impact on passenger satisfaction with a regression weight of 0.119 and a very small P-value (0.028), so hypothesis H4 was accepted In addition, the structural path coefficient also revealed that security and safety factors have the strongest influence on passenger satisfaction, next comes reassurance, then Sympathy, then responsiveness, followed by tangible means and trust respectively This shows that passengers attach great importance to security, safety and assurance of life and health when traveling on cruise ships staying in HaLong Bay, especially after having Incidents such as fire, explosion, short circuit occurred at some yachts in recent times